Log in or create a free Rosenverse account to watch this video.
Log in Create free account100s of community videos are available to free members. Conference talks are generally available to Gold members.
Summary
One of the biggest concerns researchers have when having any designer or product manager conduct their own research is that they'll ask biased or bad questions. In theory bad research done by a product team should be accountable to them but since there's a team named "research," that can inevitably fallback on us. We've all offered training to teams at some point but you can lead a horse to water but not force them to drink. Enter AI - your partners will want to use it because it helps them get something they don't usually do (write discussion guides) faster and by writing custom Gems or GPTs, the research team can keep consistency, ensure the AI pushes back in the right way for quality, etc. In this session, I'll cover how to build these and the instruction sets I provide to the tools.
Key Insights
-
•
Custom AI GPTs can provide guardrails to help non-researchers conduct higher-quality user research.
-
•
Splitting AI tools into multiple specialized GPTs prevents context overload and hallucinations.
-
•
Researchers save over 80% of their time by using AI to support routine research planning and execution.
-
•
Automating recruitment and incentive tracking through Google Sheets and Zapier reduces manual effort.
-
•
AI can improve research consistency by enforcing unbiased question guidelines and avoiding leading or double-barreled questions.
-
•
Limitations remain in AI’s ability to synthesize large transcript sets and provide fully accurate quotes.
-
•
Democratizing research allows product managers and designers to engage more closely with customers while researchers focus on strategic insights.
-
•
Avoiding shadow AI tools is critical for organizational security and compliance.
-
•
Video analysis and unmoderated usability testing can now be partially automated using custom GPT Gems.
-
•
The future of UX research may shift toward researchers providing ‘forest-level’ insights while PMs/designers handle ‘tree-level’ tactical research.
Notable Quotes
"We call ourselves a B2C CRM: helping businesses connect to their consumers and keep the relationship going."
"Before AI, research teams spent over a quarter of their time consulting about research questions, often repeating themselves."
"One of my biggest pet peeves is biased questions; I hate the term validation, I prefer evaluation."
"If we’re not helping with the decision, why are they paying us what they’re paying us? That’s the essence of research."
"We want to make sure researchers spend one hour in office hours, not eight to twelve hours a week helping others."
"Designers and product managers often want more control, and custom AI gives them that in research tasks."
"The tools are meeting people where they’re already going: ChatGPT or Gemini, rather than forcing new platforms."
"Shadow AI usage is a huge security risk in public companies and should be managed by IT and leadership."
"We ask our AI assistants to explicitly avoid leading and double-barreled questions to ensure unbiased research."
"The future is researchers painting the larger picture while PMs and designers focus on deep, tactical user insights."
Or choose a question:
More Videos
"We are at an inflection point where what got us here won't necessarily get us to a thriving future."
Neil BarrieWidening the Aperture: The Case for Taking a Broader Lens to the Dialogue between Products and Culture
March 25, 2024
"The most common way people give up their power is by thinking they don’t have any."
George AyeThat Quiet Little Voice: When Design and Ethics Collide
November 16, 2022
"If you want to work with Hilton, you have to bring accessibility to the table like security and privacy."
Nicole Bergstrom Anna Cook Kate Kalcevich Saara Kamppari-MillerAccessibilityOps: Moving beyond “nice to have”
September 19, 2024
"Product managers can feel like they have no say about priorities just like UX practitioners do."
Louis Rosenfeld Christian CrumlishOpening Remarks
November 29, 2023
"Systems thinking is a secret skill UXers have that’s critical for sustainable climate solutions."
Louis Rosenfeld Matt Jones Olga Khroustaleva Michael Leggett Karol MunozDo you want to work on climate? (Climate UX Discussion Series)
November 15, 2023
"The constraints in enterprise pushed us to focus more on an employee-centered approach for product decisions."
Catherine DubutBridging Physical and Digital Spaces: Approaches to Retail Service Design
March 18, 2021
"No amount of clearer presentation or communications is going to solve this; it’s a cooperation problem."
Kurt McCullochFaster alone, further together: Rebuilding collaboration in the age of AI research
March 10, 2026
"We formed a core task force empowered to make decisions quickly, avoiding weeks of delay waiting for formal approvals."
Davis Neable Guy SegalHow to Drive a Design Project When you Don’t Have a Design Team
June 10, 2021
"Collaboration often feels like a mask for entering an unequal relationship with partners."
Julie Norvaisas Pert Eilers Mina JonssonBack to basics, or start from scratch?
March 12, 2025
Latest Books All books
Dig deeper with the Rosenbot
How does involving more senior researchers in the field improve research outcomes when AI handles transcript processing?
How do enterprises balance qualitative and quantitative tools while integrating AI into UX research workflows?
What is the neuroscientific opposite of love and how does it manifest in business?